LinkedIn, A Microsoft company, announced Monday the release of Dynamic Ads in Campaign Manager, the company’s newly revised ad management tool.
Businesses running the Dynamic Ads native ad format can create, manage and track campaigns, customizing the message to the audience with publicly available information from LinkedIn member profiles.
All key formats are available through a self-service platform, making it easy for marketers to access the tools.
"By showing targeted user profiles next to our brand, Dynamic Ads allow us to send highly targeted messages, introducing and familiarizing our business with our audience,” stated Tom Metcalfe, senior lead-gen executive, In Touch Networks. “This has resulted in higher engagement and an increase in conversion rates."
For some brands, marketers have seen up to double the click-through rates of traditional display ads with the ability to AB test and track campaigns. Brands using the format include Procore Technologies, and Vistage, explains LinkedIn Principal Product Manager Ayusman Sarangi in a blog post.
Marketers need only to build their creative and write the ad copy. LinkedIn will automatically personalize the campaign for each person targeted.
Dynamic Ads include pre-built templates with auto-translation feature, so prospective clients can understand the message no matter which language they speak. Marketers also can add macros like data-mapping tools.
The feature should become available in Campaign Manager for all businesses within the next week.